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Article
Publication date: 23 June 2020

Yang Sun, Isaac Cheah, Billy Sung and Eun-Ju Lee

2773

Abstract

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

Article
Publication date: 10 October 2022

Anwar Sadat Shimul and Isaac Cheah

This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly…

1633

Abstract

Purpose

This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly packaging behaviour, namely environmental responsibility, knowledge, attitudes, and message framing, to determine their relative importance.

Design/methodology/approach

A set of hypotheses is tested across two studies.

Findings

Study 1 (n = 160) shows that attitude is an important mediator between consumers' environmental responsibility and environmental knowledge and intentions when adopting eco-friendly packaging. Furthermore, study 2 (n = 132) finds that where eco-friendly packaging is concerned, the advertised message has to be framed with a particular emotional appeal congruent to a specific psychographic trait to stimulate pro-environmental behavioural intention.

Practical implications

Based on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively.

Originality/value

Aligning with the United Nations Sustainable Development Goals (SDGs), in particular, SDGs 12 on ensuring “responsible consumption and production”, the research findings have highlighted the importance of individual's environmental knowledge (eco-literacy) and responsibility as they act as precursors toward sustainable and responsible consumption.

Details

Marketing Intelligence & Planning, vol. 41 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 27 November 2023

Isaac Cheah, Anwar Sadat Shimul and Brian 't Hart

This research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and…

Abstract

Purpose

This research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

Design/methodology/approach

Three studies (n = 539) were conducted using data collected from an online consumer panel and tested via structural equation modelling and PROCESS macro in SPSS.

Findings

The findings suggest that subjective norms, perceived behavioural control and attitudes positively influence consumers' e-deal purchase intention. Additionally, price consciousness amplifies the relationship between consumers' e-deal proneness and purchase intention, and price-conscious respondents are more likely to have the intention to buy e-deals when faced with some form of anticipatory regret.

Practical implications

Based on the research findings, practitioners are advised to prioritise social norms and entertainment value when promoting the attractiveness of e-deals, using strategies such as social media and influencer marketing. Brands should also emphasise the value of e-deals by showcasing comparative price savings and discounts to motivate consumers to buy.

Originality/value

This paper addresses an interesting and practical issue related to the effects of group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 April 2023

Anwar Sadat Shimul, Anisur R. Faroque and Isaac Cheah

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In…

Abstract

Purpose

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.

Design/methodology/approach

Data were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.

Findings

The findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.

Practical implications

Results suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.

Originality/value

To the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 February 2023

Junji Miyamoto, Akira Shimizu, Junya Hayashi and Isaac Cheah

This commentary and conceptual paper is aimed at investigating marketing perceptions of the country-of-origin (COO) perspectives, and emphasis is placed on the “Cool Japan”…

Abstract

Purpose

This commentary and conceptual paper is aimed at investigating marketing perceptions of the country-of-origin (COO) perspectives, and emphasis is placed on the “Cool Japan” concept.

Design/methodology/approach

A review of research on COO and the concept of “Cool Japan” was conducted, including commentary of previous relevant theoretical frameworks.

Findings

The evidence has shown that the brand images of various COOs is dependent on their cultural exports. In the case of Japan, the “Cool Japan” initiative, which initiated the creation and dissemination of Japanese cultural contents such as anime, games and art, has led to tremendous and sustainable economic growth in Japan till date.

Research limitations/implications

As previous studies on COO are wide-ranging, they are not exhaustively presented in this paper. However, the importance of considering not only animosity, which has traditionally been taken into account, but also the coolness aspect is suggested.

Practical implications

This paper shows that “coolness” is an important concept when nations or regions consider their branding strategies and an integrated approach is needed.

Originality/value

This paper extends previous COO research and adds coolness to the traditional animosity. It also considers these in comparison across countries and goes as far as the need to propose a new scale. Conceptual findings from this paper would therefore provide future directions for advancing COO research Cool Japan.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 19 September 2022

Isaac Cheah, Anwar Sadat Shimul and Min Teah

This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies.

2601

Abstract

Purpose

This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies.

Design/methodology/approach

The research questions are examined across three studies. Consumer’s scepticism of corporate social responsibility (CSR) is considered the driver of brand distance. Brand hypocrisy is postulated to mediate the relationship between scepticism to CSR and brand distance. Furthermore, brand trust and desire for exclusivity are tested as moderators of brand hypocrisy and brand distance.

Findings

The findings showed that environmental misconduct leads to perceived brand hypocrisy and brand distancing. When luxury brands take action to remedy their actions, the perceived brand hypocrisy and brand distancing decrease. In addition, brand trust and desire for exclusivity dilute the relationship between brand hypocrisy and brand distance.

Originality/value

The findings show that, standing in a contradictory position, brands can still reduce the consumers’ perceived brand distance by building a strong consumers’ trust toward the brand. At the same time, relating the luxury consumers’ yearning for the exclusive products and services, the findings show that the consumers with a strong desire for exclusivity feel a lower level of brand distance even if the brand gets involved in misconduct.

Propósito

Este artículo examina la evaluación y la reacción de los consumidores ante la coexistencia de la mala conducta de la marca y las alegaciones de sostenibilidad a través de una serie de estudios.

Diseño/metodología/enfoque

Las preguntas de investigación se examinan a través de tres estudios. El escepticismo de los consumidores respecto a la RSC se considera el motor del distanciamiento de las marcas. Se postula que la hipocresía de la marca media la relación entre el escepticismo hacia la RSE y la distancia de la marca. Además, se comprueba que la confianza en la marca y el deseo de exclusividad son moderadores de la hipocresía y la distancia a la marca.

Conclusiones

Los resultados mostraron que la mala conducta medioambiental conduce a la percepción de hipocresía de la marca y al distanciamiento de la misma. Cuando las marcas de lujo toman medidas para remediar sus acciones, la hipocresía y el distanciamiento de marca percibidos disminuyen. Además, la confianza en la marca y el deseo de exclusividad diluyen la relación entre la hipocresía y el distanciamiento de la marca.

Originalidad

Los resultados demuestran que, situándose en una posición contradictoria, las marcas pueden seguir reduciendo el distanciamiento de marca percibido por los consumidores mediante la creación de una fuerte confianza de los consumidores hacia la marca. Al mismo tiempo, relacionando el anhelo de los consumidores de lujo por los productos y servicios exclusivos, nuestros hallazgos muestran que los consumidores con un fuerte deseo de exclusividad sienten un menor nivel de distancia a marca incluso si la marca se ve involucrada en una mala conducta.

目的

本文通过一系列的研究, 考察了消费者对品牌不当行为和可持续发展主张并存的评价和反应。

设计/方法/途径

研究问题在三项研究中得到了检验。消费者对企业社会责任的怀疑被认为是品牌距离的驱动因素。品牌伪善被假设为介导对企业社会责任的怀疑和品牌距离之间的关系。此外, 品牌信任和对排他性的渴望被测试为品牌伪善和品牌距离的调节因素。

研究结果

研究结果显示, 环境方面的不当行为导致了人们对品牌伪善和品牌距离的感知。当奢侈品牌采取行动补救他们的行为时, 被感知的品牌伪善和品牌距离就会减少。此外, 品牌信任和对排他性的渴望稀释了品牌伪善和品牌距离之间的关系。

原创性/意义

研究结果表明, 站在矛盾的立场上, 品牌仍然可以通过建立消费者对品牌的强烈信任来减少消费者感知的品牌距离。同时, 联系到奢侈品消费者对独家产品和服务的渴望, 我们的研究结果表明, 即使品牌涉及到不正当行为, 对独家性有强烈渴望的消费者也会感到较低的品牌距离。

Article
Publication date: 25 September 2020

Billy Sung, Siobhan Hatton-Jones, Min Teah, Isaac Cheah and Ian Phau

The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological…

Abstract

Purpose

The purpose of this paper is to examine the perception of luxuriousness as a novel underlying mechanism of the shelf-based scarcity effect by using both psychophysiological measures (Study 1) and self-reported measures (Study 2).

Design/methodology/approach

Two within-subject experimental designs were conducted to examine the effects of low, medium and high stock depletion levels (i.e. shelf-based scarcity) on consumer responses. In Study 1, facial expression analysis was used to examine consumers’ liking, and left frontal asymmetry brainwaves were used to examine consumers’ approach motivation as a proxy for purchase intention. Study 2 extended the findings with self-reported measures.

Findings

In Study 1, perceived product luxuriousness was found to underlie the shelf-based scarcity effect on facial expressions and left frontal asymmetry brainwaves after controlling for other previously proposed mediators (i.e. product popularity and quality). The shelf-based scarcity effect is only observed between low vs high stock levels, whereas moderate stock level depletion does not evoke the shelf-based scarcity effect. Study 2 used self-reported measures to replicate the effect of shelf-based scarcity on product luxuriousness. However, the findings demonstrated the limitation of self-reported measures to identify a significant spill-over effect of perceived luxuriousness to attitude.

Research limitations/implications

Extending previous literature that relied heavily on self-reported measures, the current research used psychophysiological methods to uncover perceived luxuriousness as a novel underlying mechanism for the shelf-based scarcity effect. Thus, the findings are not only the first to provide psychophysiological evidence of the shelf-based scarcity effect but also to validate perceived luxuriousness as an underlying mechanism of the shelf-based scarcity effect.

Practical implications

The current findings suggest that the shelf-based scarcity effect is only evoked by high (instead of moderate) levels of stock depletion. The study also shows that shelf-based scarcity does not necessarily signal product popularity, but instead it may serve as a cue of product luxuriousness. Adding to other manipulations of retail spaces that elicit luxury perception (e.g. artwork, sensory delight and themed store atmospherics), this implies that businesses are able to use shelf-based scarcity as a cue to enhance or complement the luxury image or the perception of the brand or product.

Originality/value

The current research is the first study to use psychophysiological techniques to examine perceived luxuriousness as an underlying mechanism of shelf-based scarcity. It also demonstrates that self-report measures are not sensitive to such an effect in comparison to psychophysiological techniques, explaining why perceived luxuriousness has not been previously found to be an underlying mechanism of shelf-based scarcity.

Details

European Journal of Marketing, vol. 55 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 November 2021

Yang Sun, Wenmei Ding, Chen Weng, Isaac Cheah and Helen Huifen Cai

The purpose of the study is to construct a relationship model between the consumer resistance to innovation (CRI) and innovation adoption, and the study selected the customer…

1025

Abstract

Purpose

The purpose of the study is to construct a relationship model between the consumer resistance to innovation (CRI) and innovation adoption, and the study selected the customer loyalty as the moderating variable.

Design/methodology/approach

Based on questionnaire survey and regression model analysis, the study analyses the psychological processes and formation mechanisms that they either resist or adopt innovation by exploring users' attitudes towards smartphone application updates.

Findings

The results showed that innovation resistance negatively affected innovation adoption, and consumers are more likely to adopt innovations simply under the influence of customer loyalty. In addition, the moderating effect of customer loyalty is different in that how the three dimensions of innovation resistance influence innovation adoption. From the perspective of affective response, when consumers become emotionally disgusted with innovative products, loyalty can hardly change their minds. When consumers' resistance to innovation comes more from cognitive evaluation or functioning, loyalty is more likely to change their resistance.

Originality/value

The paper tests mechanism between customer resist the new product and new product adoption and the moderate effect of customer loyalty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 July 2020

Isaac Cheah and Anwar Sadat Shimul

The purpose of this study is to extend existing research on ethics in advertising through investigating the key factors that influence students' reaction towards ethical dilemmas.

Abstract

Purpose

The purpose of this study is to extend existing research on ethics in advertising through investigating the key factors that influence students' reaction towards ethical dilemmas.

Design/methodology/approach

Several hypotheses are developed and tested across twenty three ethical dilemma scenarios relative to advertising and business. Using information collected from business students (1297 useable responses) at a large Western Australian university.

Findings

The results indicates significant differences amongst culture, educational background, gender, work experience and corporate culture towards students' reactions to ethical dilemmas.

Practical implications

This research suggests that providing a stronger emphasis on ethics in educational institutions will increase the likeliness for students in behaving ethically. The managerial implications of these findings are also discussed, including the development of a potential ethical work context and programmes that enhance ethical sensitivity. Managers and executives would also benefit from this study by encouraging better ethical performance through understanding employees' behaviour.

Originality/value

Extant studies on ethical dilemmas in advertising highly focus on European's and North American's ethical beliefs. Thus, this paper look at the Western Australian sample of students at a broader context through acknowledging East Asian student sample in Western Australia; Chinese, Indonesian, Malaysian and Taiwanese.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 4 December 2020

Matthew Barber, Billy Sung, Sean Lee and Isaac Cheah

The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and…

Abstract

Purpose

The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and authenticity have on wine consumption, in the context of the moderating variables of regionality (i.e. single and multi-region wines) and price (low and high). The research attempts to further understand wine consumption by establishing a conceptual model built on existing wine literature.

Design/methodology/approach

To address the hypotheses and research questions, a panel of 658 consumers who regularly purchased wines produced by the Australian wine industry were recruited. These participants completed a self-administered questionnaire containing stimuli to measure perceived authenticity, perceived novelty, perceived quality, attitudes and purchase intent towards a wine manipulated to have a low vs high price level, as well as single vs multi-regional label. To examine these variables, the study conducted a confirmatory factor analysis (CFA) to confirm the dimensionality of the constructs and structural equation modeling with both path and multi-group analyses to investigate the hypothesised relationships.

Findings

The findings revealed that both authenticity and novelty simultaneously influence perceived quality. Additionally, it was acknowledged that there is no significant difference in wine consumption between single and multi-regional wines; reinforcing current trends of collaboration within the wine industry. Finally, the results also showed that price does moderate wine consumption; revealing ideal prices for wine with particular regional branding strategies.

Originality/value

The current research is the first to show that authenticity and novelty simultaneously and positively influence consumer’s perceived quality of Australian wine. The findings are also the first to show that consumer evaluation of single and multi-origin wines was positive and yielded no significant difference, suggesting that branding wines with multi-origins or multi-region do not change consumers’ perception.

Details

International Journal of Wine Business Research, vol. 33 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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